Young Australians prize convenience when shopping for vegetables but are less likely to choose a quick and easy frozen option than the average Australian consumer, according to new research into the vegetable buying habits of Millennials.
The research, part of the broader Horticulture Innovation Australia commissioned Project Harvest study into Australian attitudes towards vegetable purchases, has found that while more than three quarters of Australian shoppers regularly buy frozen vegetables, only around half of Millennials do the same.
However, Millennials – defined in the study as Australians between 18 and 35 years old – are three times more likely to buy pre-prepared vegetables than the average shopper.
“When young Australians buy food, they try to strike a balance between wanting fresh, high quality produce and wanting convenient options which can cut down on meal preparation time,” said AUSVEG spokesperson Shaun Lindhe.
AUSVEG is the leading horticultural body representing Australia’s 9,000 vegetable and potato growers.
“While frozen produce is still a popular option among Millennials, many young consumers feel as though they’re compromising on taste and quality if they buy frozen vegetables, leading to the relatively strong preference for fresh, pre-prepared options,” said Mr Lindhe.
“This ties into the broader desire among young shoppers for healthy, convenient single-serve products that can be turned into meals quickly.”
The preference for pre-prepared options may also be tied into Millennials’ desire to reduce food waste, with the study showing that nearly 60 per cent of young shoppers are concerned about the amount of vegetable wastage in their household.
“On average, Millennials are more open to reducing their food waste than the average consumer, and are more prepared to acknowledge that there are ways they can change their current behaviour to do so,” said Mr Lindhe.
“Only one in five Millennials think they can’t reduce their vegetable wastage, compared to nearly double that proportion among average consumers. So while the desire for convenience is about saving time, it may also be about having clearly defined portion sizes that don’t leave leftovers.” 

Shaun Lindhe, AUSVEG Manager – Communications
Phone: (03) 9882 0277, Mobile: 0405 977 789, Email:


Project Harvest is funded by Horticulture Innovation Australia using the National Vegetable Levy and funds from the Australian Government.